I have been working on branding a lot over the last few weeks for clients, for Spoiltchild and for Toddle. I am intrigued with how people present themselves both personally and professionally and how great companies embody great brands.
On the other hand, there is lots of hyperbole out there. Everything and everyone is described as “ brilliant” “creative” and “innovative” to the point where I’m left feeling uneasy after reading the About sections in many Blogs and company profiles.
But more crucially, I don’t know whether I should hire you or your company as your profile does not ring true to me. So more research and find someone else. Not a good result for your business I’d say.
The question is how do you describe yourself and your company in a truthful way that gives me, the perspective client, an understanding of how good you are and makes me hire you now?
Here are my suggestions.
1. Make sure to highlight recommendations from your previous clients. They know you and what you do and can give concrete examples why I should hire you now.
2. Make sure your client testimonials are believable. Avoid words like “awesome” in the body of the recommendation. Check for the bull-o-meter before you hit publish.
3. Focus on the benefits. Did you complete the project on time? Did you bring it in under budget? Did you manage the project well? Have you worked on similar projects previously? Did you win any awards recently?
4. Be sincere. If your passion is helping people then state that. Your activities and achievements to date will back this statement up.
5. There is no problem selling yourself but be a little humble about it. We can all spot half truths a mile off.
6. Include a face. As humans we really relate to faces. Add a picture so we can see who you are and recognise you when we meet next time. It is a personal touch that builds trust.
7. It’s a conversation. Your profile speaks to your customers, colleagues and friends so why not make it a conversation starter.
8. Have a read of Brooke Green’s post “Block and Tackle” http://www.caskeyone.com/block-and-tackle/ on getting the basics right and building on good foundations.
Mary| Branding | 06/07/10 10:54 AM